A digital-led marketing approach is opening up new channels for the International Olympics Committee, allowing it to reiterate its values ahead of the postponed Tokyo 2020 Games.
From the postponement of Euro 2020 to the prospect of staging the first behind closed doors FA Cup final, former Pepsi marketer Kathryn Swarbrick has been on a steep learning curve since joining the FA in October.
Ahead of the new season kicking off on Sunday, the sport’s marketing boss Ellie Norman discusses racing, racism and responsibility.
The cancellation of major sports competitions due to Covid-19 has forced brands to rethink their strategies. While some struggled to adjust, others saw possibilities for a different approach to storytelling.
From boosting display ad conversions by 1,200% to increasing viewability to more than 90%, The Ticker has significantly improved campaign performance for a number of online betting brands.
Adidas is upping spend on digital as it looks to make the most of the shift online.
With traditional live sporting events on hold during the coronavirus crisis, action-starved fans are turning to esports for their competitive fix. Now sponsors and broadcasters are taking note.
Pushing back the Games to 2021 is a challenge for sponsors, but it also means they have another year to prepare for one of the world’s greatest sporting events.
Sponsors will need to devise a new strategy as the International Olympic Committee finally postpones Tokyo 2020 amid the worsening Covid-19 pandemic.
Where possible, marketers should take a leaf out of the betting industry’s book, taking advantage of new virtual events and online markets, as coronavirus lays waste to business as usual.
While mainstream sports such as football, basketball and tennis continue to attract the most attention, Intersport hopes a focus on local sports and communities will give it an “edge to stay relevant” in a competitive sports retail environment.
The community running organisation has signed up its first sports sponsor in Brooks after admitting it was reluctant to bring a sports brand on board due to their focus on elite athletes.
By linking up with a non-league football team, Adidas is proving that the strongest stories are not always told by the best players.
Under Armour is investing a greater proportion of its marketing budget on brand and top-of-funnel activity as it looks to “spend money the right way”.